When the Super Bowl airs next Sunday, close to 100 million Americans will see the ads for Budweiser and Pepsi, and as it turns out, Go Daddy, as well, and they'll be talking about them next Monday as they hash over what promises to be an exciting game.

But there's one advertiser they're likely not going to talk much about, if at all, and it will be the game’s biggest advertiser, Fox itself. And in the end Fox stands to gain the most from advertising on the game.

Fox will run promotional spots for programs like “House” and its new reality show “Moment of Truth,” and in hefty numbers, perhaps a fifth or more of all ads, judging by previous years. Last year, when the game aired on CBS, that network devoted 22 percent of the game's ads to promote its shows, fully nine and a half minutes.

At this year’s pricing--$2.7 million on average for a 30-second spot—that would amount to roughly $50 million worth of ads.

Whatever Fox sets aside for its own promotions, it stands to gain more from the opportunity to promote its shows to tens of millions of people who might not otherwise know about them. And with the increasing fragmentation of media, that opportunity becomes more valuable each year.

“There are fewer and fewer people watching the networks’ airtime because of declining ratings, so their own airtime isn’t as valuable as it has been in the past,” says Jon Swallen, senior vice president of research at TNS, which just released a study on Super Bowl ads.

“This comes along and it’s got the biggest rating in all of television. Eureka! You can reach three or four times more people than regular primetime.”

With the writers' strike now in its third month, and more and more top shows in repeats, Fox has even more reason to run promotional spots this year. It's to let viewers know it has fresh episodes of some shows.

“It behooves the networks to use this platform to promote their product, especially in this type of season,” says Jordan Breslow, director of broadcast research at MediaCom. “They’ll be talking about shows like ‘Terminator’ and ‘Prison Break’ that are on and that have original episodes.”

This year’s game is likely to be among the most-watched ever, certainly generating among the best ratings for a Super Bowl on Fox.

The teams are from the No. 1 and No. 6 television markets, New York and Boston.

Moreover, there’s more interest than usual in this year’s game. The Patriots have been on a winning streak and a lot of people will watch just to see if they lose. And the Giants, which have had a wobbly track record in recent years, narrowly defeated the Green Bay Packers last Sunday in a nail-biter that landed them in the Super Bowl.

That game, the NFC Championship on Fox, was watched by 54 million people, making it the most-watched show on TV since the “Seinfeld” finale nearly 10 years ago, not counting Super Bowls.

Last year’s Super Bowl had an average audience of 93 million viewers, according to Nielsen.

“This is probably the best promotional platform the networks have because of the size of the audience and the fact that it’s the one show people stay tuned into during the commercials,” says Breslow.

Meanwhile, the Super Bowl will likely generate more than $152 million in ad revenue. Fox says most major advertisers from past games, like Bud and General Motors, are back this year.

That’ll be down from $163 million in 2006 when ABC had the Super Bowl and sold spots for $2.5 million. ABC was too aggressive in pricing the spots, according to some media buyers, and ended up selling many units for far less. Discounted prices are not picked up by ad-tracking firms, meaning that $163 million is probably inflated.

CBS last year lowered the price to $2.385 million, according to TNS, and generated just under $152 million.